Marketing Seminar (2020-10）

Topic:Four More Years: Presidential Elections, Comparative Mind-Set, and Managerial Decisions

Speaker:Alison Jing Xu，University of Minnesota

Time:Friday, 18 December, 10:00-11:30

Microsoft Team:

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Abstract:

Presidential elections reflect societal-level events that expose citizens to large amounts of comparative political information. We suggest that this exposure activates acomparative mind-setthat changes managers’business decisions in non-political domains.In this state, managers are more likely to select from available options and increase their level of spending. Four studies demonstrate this effect. Study 1 uses a quasi-experiment to show that U.S. firms, but not non-U.S. firms, spend more on advertising in U.S. presidential election years than in non-election years. In a controlled business simulation, Study 2 show that participants spend more on advertising and training in presidential election years than in non-election years. Two experiments involving practicing managers follow. Study 3 exposes managers to comparative political information featuring a U.S. Senate election and we observe an increase in spending on training and development programs. Study 4 exposes managers to comparative political information for state-level political races and finds that doing so reduces the importance of negative information in the subsequent managerial decision process and leads to higher levels of marketing spending. Moreover, shifting the decision frame from selecting to rejecting options restores the focus on negative information and attenuates the effect. We conclude with a discussion of the theoretical and practical contributions of this research.

Introduction:

徐静博士现为美国明尼苏达大学卡尔森管理学院市场营销系副教授。徐静教授于美国伊利诺伊大学获得市场营销博士学位。徐静教授的研究从消费者心理学的角度出发，讨论思维定式，目标，决策过程，零售环境因素,和人体感官因素对消费者和管理者决策的影响。徐静教授的研究成果发表在《美国国家科学院院刊The Proceedings of the National Academy of Sciences of the United States of America》,《美国管理学会学报Academy of Management Journal》,《组织行为和人类决策过程Organizational Behavior and Human Decision Processes》,《消费者行为研究Journal of Consumer Research》,《管理科学Management Science》,《消费者心理学期刊Journal of Consumer Psychology》,《心理科学Psychological Science》,《实验心理学：通刊Journal of Experimental Psychology: General》,和《实验社会心理学进展Advances in Experimental Social Psychology》等顶级基础科学，管理学，市场学，和心理学期刊上。徐静教授的研究成果曾获得2008年美国消费者研究学会年会的最佳论文奖(The Franco Nicosia Association of Consumer Research Best Competitive Paper Award 2008)。徐静教授于2015年获得美国市场科学研究会青年学者(Marketing Science Institute Young Scholar)的称号(此奖项授予“市场营销学界最具潜力的青年学者”)，于2018年获得美国消费者心理学会早期职业生涯成就奖(The Society for Consumer Psychology Early Career Award，此奖项授予“对消费者心理学科学研究作出杰出贡献的青年学者”)。